Business to Business Email Marketing

For any marketer, if there is one tool worth praising; it has to be business to business email marketing. Certainly, given the benefits that such a service provides to a business, one can say that it has nearly no equal. It can be the best way to communicate with your customers in the most effective manner. However, there are many companies that have never been engaged in email marketing. All they do is send occasional emails to their customer base when a new product or event is launched. There are a number of companies which have never sent even these occasional emails.

Barriers for business to business email marketing

There are many potential reasons for not using business to business email marketing to its fullest potential. These hindrances or barriers can be summarized as follows:

 

• Business to business email marketing requires reliance on the IT team that can provide the relevant infrastructure to carry out the task. However, this happens to be low in the priority list of many business owners.


• Sometimes, the companies do not have direct access to mailing and tracking tools, therefore they have no other option but to rely on outside resources for employing their strategies.


• Some business owners have no idea what business to business email marketing is and how it works. Thus, effective implementation is not possible


• There is always a fear of being labeled as spammer.

Regardless of all these barriers, the fact remains that business to business email marketing is an integral part of any business and one should definitely be equipped with this tool.

Advantages of business to business email marketing

The main reason why business to business email marketing is popular is that it is quite cheap when compared to other direct marketing methods. It is believed that when emails to the opt-in email list are sent, the cost per message is low enough to almost call it free. However, some infrastructure is needed to get this started but by playing smartly, you can easily keep your cost lower than one thousand dollars. According to certain calculations made in a report, it was stated that if ten messages are sent to two thousand subscribers, the cost per message is $0.05 which is basically negligible.

Business to business email marketing makes it possible to track down all the buying activity on an ongoing basis. You can check the total clicks made on a certain link mentioned in a message and keep a track of conversion of clicks to sales. There are some programs that enable the users to even check how many people opened the message and forwarded it to their friends etc. Using such tools, one can evaluate the success of email marketing and formulate the future strategies.

 

Also, business to business email marketing is conducted using an opt-in list. This indicates that the subscriber accepts to receive the emails, so you will not be considered as a spammer. All in all, business to business email marketing is also known as one of the purest forms of permission-based direct marketing.